Today, Choice Hotels International launched a multichannel national marketing campaign, “A Stay for Any You.” Reportedly the largest in Choice Hotels’ history, the campaign stars actor and writer Keegan-Michael Key in national and streaming TV ads and social media content. The broadcast ads were co-written by Key, his partner Elle Key and McKinney, Choice’s creative agency-of-record.
The ad was filmed on-site at four Choice Hotels properties in the Phoenix/Scottsdale, Ariz., area, representing the Cambria, Radisson, Comfort and Quality brands. Six spots have been filmed so far.
The new marketing campaign is the first since Choice Hotels integrated the Radisson Hotels Americas brands into its reservation system and migrated members of Radisson Rewards Americas to its Choice Privileges loyalty program. The campaign is aimed at value-conscious family, young professional and business traveler audiences, with Key bringing various travel scenarios to life. Choice worked to execute the media buy with Havas, and the campaign will run across broadcast, cable and streaming TV; SiriusXM; Spotify; and social and digital platforms, including Facebook, Instagram, Snapchat, TikTok and Key’s own social media handles.
“Part of the objective of any ad campaign is to stay top of mind with your target consumer,” Choice Chief Marketing Officer Noha Abdalla said. Launching the campaign early in the year will give the company an opportunity to catch consumers as they go through “the winter doldrums” and make future travel plans, she added.
Creating a Campaign
Choice has historically been known for midscale and economy brands, Abdalla said. “Over the last five or so years, we've really expanded our portfolio of brands to include extended-stay and upscale in a big way, especially with the integration of Radisson.” As such, the new campaign has several objectives, she continued: Raising awareness of Choice and its 22 brands, driving more traffic to the website and increasing bookings at the hotels.
In developing the concept for the campaign, the team considered the idea of multiple versions of a traveler—that one person has different expectations when traveling with family, with friends, as a couple or for business. As Choice further developed the concept with McKinney, the agency suggested Key as a good actor to convey the message, given his experience creating a range of characters in sketch comedy. Once Key was onboard, Abdalla said the process was “very collaborative,” and both Key and his wife—writer, producer and director Elisa “Elle” Pugliese Key—contributed input to make sure the comedy in the spots “was authentic to him.”
In a statement, Keegan-Michael Key said that he was excited to play the “Any You” character. “[The role] resonates with me and that moment in the travel planning process where I’m figuring out, ‘What version of me is going on this trip?’” The company, he said, has options for “all versions of you,” from the “business you, family-road-trip you or weekend-getaway-with-friends you.”
Twenty-Two Brands
While the campaign highlights four of Choice’s 22 brands, the incorporation of the Radisson flags is especially notable, Abdalla said. “It really is the first time for Radisson to be featured on TV in this way, as part of the choice family of brands.” In the spots, Radisson is promoted as a business-friendly hotel with full-service amenities like meeting areas, workspaces and roomservice. “And then on the end card for all of the TV spots, we feature all 22 brands—so not just Radisson but the other eight brands that came as part of the Radisson integration,” Abdalla said. “It's really exciting to go to market for the first time as all 22 brands.”
At the same time, Abdalla acknowledged the challenges in choosing which brands to highlight in brief spots. “We love all our children,” she quipped. “But if you think about the objective of the campaign … we did really want to showcase our upscale brands.” Cambria, she said, is one of Choice’s priority growth brands. “We are in 75 percent of the top markets in the U.S.” Comfort, meanwhile, is a legacy brand with a strong nostalgia factor, and Choice recently invested more than $2.5 billion (along with its franchisees) in updating the portfolio. Quality Inn is also a familiar brand for family travelers, and Abdalla noted the proprietary Q bed is emphasized in the campaign.
The campaign creates a positive opportunity for Choice’s franchisees, Abdalla added. “It allows us to put their brands in lights, if you will, in a new campaign and to be associated with someone who's so well recognized and likable. We think this is a great opportunity to drive more awareness about all 22 brands and drive more bookings for our franchisees.”
The marketing campaign begins today and runs through the end of the year. The spots can be seen on TV, digital and social channels.